Starbucks has always been claiming that businesses can – and should – have a positive impact on the community they serve. Recently, its CEO, Howard Schultz said that Starbucks would focus more on veterans in the U.S. He told the media that two and a half million of young man and young women had served in Afghanistan and Iraq and a million of people had entered civilian life. The transition for the veterans  were very tough. The unemployment of veterans ware higher than the national average. They needed a job but the lack of skills had become a obstacle. So Starbucks would provide more opportunities and training for veterans.

Asides from that, to help those veterans, Howard Schultz  also intended to encourage every business leader to recognize that the veterans have incredible skills. He believed that the heroes who served the country deserved celebration and opportunity.

This movement of Starbucks brought itself to the public again and builded positive image of  the brand. It practiced its relief of social consciousness again and that was one of the points of difference distinct from other coffee-house brands.

Image Source: http://www.nbcnews.com/id/33696639/?q=Howard%20Schultz

Additional source: http://video.foxbusiness.com/v/3878480589001/starbucks-ceo-pays-respect-to-veterans/#sp=watch-live